It’s a pity that the official beer sponsor isn’t at least a good beer… shudder…
Hoping to bask in the sun, Budweiser will be the official beer sponsor of the 2006 Sports Illustrated swimsuit issue, coveted by the beer brand’s core market of young adult men.
Besides its own advertising in the Feb. 14 issue, Anheuser-Busch Cos. will help promote that magazine at special parties, in grocery stores and bars, while linking the Budweiser brand with a young, sexy image.
"It is certainly going to be a way to get customers’ visual attention at that point of sale, that’s for sure," said Richard Irwin, director of the Bureau of Sport and Leisure Commerce at the University of Memphis in Memphis, Tenn.
Sports Illustrated should sell roughly 4.5 million copies of its swimsuit issue this year.
But the projected sales figure understates the number of people who peruse the issue. The magazine estimates the swimsuit edition reaches more than 64 million adults. And the readers aren’t just men.
More than a third are women, interested in the bathing suits featured in the annual edition, said Jeff Price, chief marketing officer at New York-based Sports Illustrated, a unit of Time Warner Inc.
Wohoo, confirmation that women do indeed like swimsuits!
Source
Tags: sports illustrated, swimsuit edition, sportsillustrated, budweiser, bikini
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